ESTABLISHING A GOURMET BEER BRAND
Harboe Brewery has been brewing delicious beer in Denmark for over six generations since 1883. Despite its long-standing heritage and expertise in the beer market, the brand has been perceived as a low-end option amongst competitors.
Our task was to help position the brand as a premium choice and reach a new customer segment they hadn't been able to before. Our solution to overcome this challenge was launching Gourmetbryggeriet (GB) by Harboe. The project involved the development of new recipes for gourmet beers, solely using Nordic ingredients to bring the brand's roots into the spotlight. The campaign "GB — Nordic Passion" was centred around showcasing the incredible Nordic people that make it possible to create the premium beers through their craftsmanship. Alongside product innovation, we helped create a fresh-looking packaging design, packshots for the new bottles, a concept film to explain the new brand along with a detailed brand manual.
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